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Ad Copywriting
Review for Final Exam
| Question | Answer |
|---|---|
| How to learn you client's product | Learn what's in it Call the 800 number Surf the Web Ask local dealers about your client's brand Find out what other people think Learn the product Category Go to the library. |
| Ch 1 - Strategy | The "What" - The plan of attack, the ads big idea, it's selling argument |
| Ch 1 - Execution | The "How" - the particular form it takes:the images, language, layouts, media you use. |
| How to Create a Strategy | The Product - WHat are you selling really? Research the product. Define the features. The Consumer - Who are you selling to? LOcate the Best market The marketplace - How does your client's product or service fit into the array around it? |
| Who is your client’s competition, exactly? | -Direct and indirect competition (other categories that you compete with) -Assess strengths and weaknesses. -Where does your product fit? What benefits does your product have that the others don’t? |
| What product category should your clients product be in? | -Most products will be able to fit into multiple categories. -Which categories can you fit into and which ones are best? |
| Translate Features Into Benefits | -“People don’t buy ¼ inch drill bits, they buy ¼ inch holes.” Theodore Levitt -Translating features into benefits ultimately requires an understanding of consumer motives. |
| TRanslating Features into Benefits | -Know the difference and how to apply them -Features: aspects of the product: a key ingredient, a special switch, self-cleaning. Things hanging of the product. -Benefits: what do people get out of the features: Better flavor, ease of use, less |
| Maslow’s hierarchy of needs: | 1) Physiological Needs: Hunger, thirst, warmth, pain avoidance sexual release, and others. 2) Safety Needs: housing, clothing, financial and physical security. 3) Love and belongingness needs: social acceptance and personal intimacy. |
| Maslow’s hierarchy of needs: | Esteem Needs: feelings of adequacy and achievement, approval, prestige, social status. Self-Actualization Needs: the need to understand, cognitively and aesthetically; the ultimate integration of the self and realization of one’s highest inner potentia |
| Total market approach... | ...is being used less and less. TMA= creating one product and one argument for all of humanity- one size fits all” thinking. |
| Demographic- | Physical attributes- Including such indexes as; population shifts and size; gender and age; geographic location and mobility; income and expenditures; occupation and education; race, nationality, and religion; and marital status and family status. |
| Psychographic- | People’s attitude, opinion, and habits; their personality traits, lifestyles, and social class. |
| Dramatize the benefit- | Choose a feature or benefit and sell that. It could be problem solved or perhaps a marketplace position, even a state of mind achieved. |
| Product-Oriented: emphasis the thing for sale, rather than the person buying them. | Generic Claim- Sell the product category, not the brand. Product feature- Sell a Product feature, appeal to reason. Unique selling proposition- establishes a desirable niche market. Positioning- associate the product with a state of mind. |
| Consumer Oriented: Go beyond hardware to what surrounds it. | Brand Image- Create and sell a personality for the brand. a.Study the image advertising created for other brands b.Ask, what is the product or brand. c.Regard the product as a person. d.Pay attention to the design and typography of the campaign. |
| Consumer Oriented: Go beyond hardware to what surrounds it. | Lifestyle- associates the product with a way of life. Attitude- Associate the product with a state of mind. |
| There is nothing worse than a sharp image of a fuzzy concept | - Ansel Adams |
| Developing the Creative Brief 3 basic questions: | 1)What benefit are you promising? 2)Who are you making it to? 3)Why should they believe you? |
| Creative briefs often cover these areas: | These combine to tell you what your ads need to do 1)Key fact 2)Advertising problem 3)Advertising objective |
| Creative briefs often cover these areas: | These focus your approach 4)Target consumer 5)Competition 6)Key consumer Benefit. 7)Support. |
| Words are tied to pictures | . Relationship between showing and saying: show people a picture and then say something about it. Or vice versa. |
| Synergy- | when two or more elements combine to achieve a total effect greater than the sum of their individual effects. |
| The Dumb Ad- | shows something and says the same thing. |
| Combine overstatement and understatement if... | your visual is wild and crazy or obviously excessive, then back of verbally, and vice versa. |
| Overstatement- exaggeration no longer works very well. | -Find your products benefit and over-exaggerate it. -You can place the overstatement in either the visual or the headline. |
| Understatement- Show or say less than the situation calls for | -Write a dry line that kicks. -You can place the understatement in either the visual or the headline. -Learn to look at any visual and say not the expected thing, but something off to the side. |
| Emphasize one idea per ad- | Pick one selling idea and let it dominate the Ad. Say one thing at a time (Ping-pong; you can catch one easily but not five.) You can sell more than one idea at a time, if you make them feel like one idea. (taste great, less filling/ Sporty yet Sensible |
| Voice | Voice is the brands image as expressed in language. Voice is everything. |
| Detail, Detail, detail. | -Good writing is concrete and specific; bad writing is abstract and general. |
| Create images | -Image is anything that appeals to one or another of the senses: sight, touch taste, hearing, smell. -The more imagery you use, the more the viewer will experience the product. -“Show don’t tell.” |
| IT sells; It doesn’t just describe | -Too many writers just describe the product specifications. -You must make the features seem more appealing, useful, or less complicated. |
| It states the benefits, not just the features | -You cannot just state the features, you need to translate those into benefits that will attract the consumer and be quickly understood. |
| Brand-Image copy has its own rules. | -Brand-image, lifestyle, and attitude copy describe and sell consumer feelings, not hardware. -Many ads don’t talk about products at all. Instead, the resemble short stories, character sketches, or psychological counseling. |
| Make It Move | -Start strong, close strong, and don’t waste anything. Whatever your idea, get to it fast. Start with it. -If your ad doesn’t move make things associated with it move. -Stories and demonstrations of products move. |
| Use more visual than audio | -TV is visual. -Most of the time there will be less language and more music and sound effects. -No more than two words per second. |
| Theatre of the mind | -Radio makes the mind create pictures within. -This mentality should dominate your thinking about how to advertise on the radio. |
| How to create radio Advertising | -You create a radio spot by manipulating no more than three things: words, sounds, music. --With them, and only them, you create entire worlds, the miniature auditory universes that are radio ads. |
| 7 mediums | 1)Direct-response advertising 2)Catalogs, brochures, annual reports 3)Business-to- business 4)Out-of-home advertising 5)Guerilla advertising 6)Interactive media 7)International/ multicultural Advertising |
| Free association- | is the process of letting one idea suggest another |
| Brainstorming- | is the process of free association performed by a group. |
| Use both lateral and vertical thinking - Lateral | -generating a variety of approaches, a number of different starts and little thumbnails and half-ideas |
| Use both lateral and vertical thinking - Vertical | – See what’s wrong with a headline and fix it, prune extraneous images to their essentials, take that half-idea and really think it through, and so on. |
| Find more than one solution | -Lateral thinking, How many different solutions can you find- and how quickly. -See from multiple points of view? -How dissimilar are your ideas from each other? Can you leap around, or is each idea just a logical half-step away from the last? |
Created by:
Stinny
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